International Business-To-Business Marketing
School: Yonsei University
Registration Link: REGISTER HERE
Start Date: April 2016
Workload: Not Specified
Instructor: Dae Ryun Chang
Credentials: A Harvard Ph.D., Chang teaches courses in marketing management, advertising, and international marketing at the Yonsei School of Business. Along with being a regular blogger at the Harvard Business Review Online, his research has been published by the Journal of Business to Business Marketing, Journal of Product Innovation Management, and the International Journal of Advertising. He was also the winner of his school’s Outstanding Teaching Award in 2015.
Graded: Students can choose to explore course videos, discussions, and ungraded assignments for free, but they won’t be able to submit graded assignments, earn a certificate, or complete a specialization without paying a $59 fee.
Description: Most marketers prefer the business-to-consumer (B2C) market. There’s more room for growth and creativity, with fewer politics and demands. As part of this course, students will examine marketing from a B2B mindset, focusing on how decisions are made and why. In addition, Chang will introduce students to the best practices in his CCCI (Cross Country & Cross Industry Innovation approach), a framework designed to help organizations become more agile and competitive in markets where they normally aren’t dominant players.
Review: No Reviews.
Additional Background: This course is the second part of an “International Marketing and Cross Industry Growth” specialization, a six course series that includes areas like international marketing, international hospitality, and international sports and entertainment. To learn more about these courses and register for them, CLICK HERE.